By JAMES KUNDA –
INFORMATION and Broadcasting Services Permanent Secretary Godfrey Malama has challenged the media in Southern Africa to highlight the achievements scored through regional integration by respective countries.

. Malama

Mr Malama said the 15 Southern African Development Community (SADC) member States have recorded significant growth through regional integration resulting in improved livelihood of citizens.
He was speaking on Monday evening during a cocktail held in commemoration of the SADC Day by Zambia and Namibia.
The event on the banks of River Zambezi was characterised with cultural performances from both countries.
It was preceded by a media tour of the Katima Mulilo border infrastructure in Zambia and Namibia for media practitioners to appreciate the importance of SADC integration.
Mr Malama said SADC was an inter-governmental organisation whose goal was to promote equitable growth through integration.
“It is however, observed that the regional economic bloc has not enjoyed the necessary publicity commensurate with its numerous achievements it has scored in uplifting people’s living standards,” he said.
Mr Malama said publicising SADC achievements was vital to realising the Regional Indicative Strategic Development Plan (RISDP).
The plan aims to deepen the integration agenda of SADC with a view to reduce poverty through the attainment of economic and non-economic development goals.
“As a fourth estate, the media needs to highlight both the achievements and challenges in meeting these milestones in order to sustain Governments’ commitment to attaining their well intended targets.
“I, therefore, challenge the media in Zambia and the region at large, to lead the way in telling SADC’s success story and project our region positively to the outside world,” Mr Malama said.
Western Province Permanent Secretary Mwangala Liomba said Zambia and Namibia should find ways of utilising the Zambezi River.
Mr Liomba suggested irrigation farming as a lucrative activity that could derive economic benefits from the waters.
Zambezi region governor Lawrence Sampofu said people at the lower level wanted to feel the benefits of integration among SADC member states.
Mr Sampofu called for the removal of impediments to smooth trade within the region.